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The definitive guide to B2B segmentation

The B2B Segmentation Challenge The challenge inherent in B2B market segmentation often lies not in identifying the segmentation model that will best suit the client’s needs, but rather in persuading that B2B organisation of the considerable, commercial benefits to be

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Blog Brand Speak Market Research

How to measure advertising effectiveness

Introduction To really understand advertising and how to measure its effectiveness, it’s first necessary to accept a basic truth: mostconsumers don’t give a stuff about brands and only pay scant attention to adverts. Les Binet, Group Head of Effectiveness at

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Blog Brand Speak Market Research

Is your segmentation losing its mojo?

Customer segmentation is a market research tool that divides a brand’s consumer base into different groups, with the goal of gaining a deeper understanding of different types of customers. Although it’s a popular market research tool for many brands, it

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Blog Brand Speak Market Research

Market Research Trends for 2022 – 2024

Market research is constantly evolving, with new tools and technology to help brand owners identify trends and gain a deeper understanding of the consumer experience. But what about trends in the market research industry itself? From agile research to artificial

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Blog Brand Speak Market Research

Make Semiotics Work for your Brand

Language, symbols and colour are all examples of visual signs that communicate meaning, and the study of these signs is called semiotics. From a green traffic light telling us it’s safe to go to a red one telling us to

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Blog Brand Speak Market Research

How to Market to Consumers in a Downturn

After the Chancellor’s recent Budget announcement warned of challenging months ahead in the aftermath of the pandemic, the Institute of Fiscal Studies has predicted that millions of UK consumers will be worse off in 2022. Spiralling costs, tax rises and inflation

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